Creating An Effective Pay Per Click Campaign
As time has gone by pay per click advertising has undergone certain changes. With Google’s changing rules, advertisers must now do more for their campaigns than just insert large numbers of keywords. The old methods are no longer valid.
If you practice these types of methods today you will find your keyword costs will rise and your keywords will become deactivated. Basic keywords now cost far more than they did, which means you have to select them more carefully.
The upside of this is the fact that it does not take too much to improve your campaign. If you take a little time to understand the reasons for Google’s rules and regulations and select the right keywords, you will be able to make a profitable campaign.
Google makes its money through advertising. If viewers believe that the ads on Google are worth clicking, they make money. That means that they want to make sure all the ads on their site are legitimate.
Quality is number one with Google. They will ruthlessly get rid of worthless sites, spam and false information. Sad to say a lot of PPC are guilty of these problems, so be very sure to get on the good side of Google and make your site and ads as high in quality as you can.
How do you do this? You can achieve lower costs and higher quality by adding some extras to your site. In fact it will only take a few more pages to make your website look good to Google.
An “About Us” page, a privacy policy on its own page, and a list of your terms and conditions of use will improve your quality score dramatically. Make sure that you have a contact page available that allows viewers to get in touch with you, too. Google views this as extremely important.
Although these changes are relatively small they will make a big impact on your PPC campaign and search engine rankings. When you add an XML sitemap this will also help to improve your quality score.
An XML sitemap is really just a directory of the content in your site. However, it makes it a lot easier for Google to see what your site is and does. Ask a programmer to add a map for you. It’ll cost a little, but it might make your bids up to thirty-five percent cheaper.
If you want to really jumpstart your campaigns then pay attention to Google’s rules and whims. It is well worth the effort as you will improve your PPC campaigns this way. You can actually test your own keywords by looking them up in the search engines.
Then, check out related terms and see what the copy and meta tags on competitors’ sites look like. While it’s a bad idea to directly copy these, you can use them for inspiration. Every little bit of real content you can add to your site will help you look a lot better in Google’s eyes, lowering your costs and increasing your chances of profit!
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Tags: General Marketing